Amtrak is need of a rebranding as badly as the U.S. is need of high-speed rail, but the two will likely come in tandem and when they do, have the potential to significantly shake up the way we choose to travel.
The “Take Off” campaign is basically a dig to air travel that shows passengers enjoying conference tables, cafes to walk around, and working Wi-Fi. (Some Amtrak riders will argued that Amtrak’s Wi-Fi is far from streaming.) The video ad only needs a few shots of riders boarding the train without TSA hassles to complete the train-flight comparison.
The northeast corridor is Amtrak’s fastest and most profitable route. It produced a fourth of the company’s ticket revenue in the year ending in September 2012, during which about 3.4 million passengers climbed onboard.
Amtrak just expanded its Acela service, adding an additional late evening weekday round-trip between New York and Washington, but is considering scrapping the Acela to make way for lighter, faster trains.
The campaign, which includes print, digital, and video components, was developed by Draftfcb New York.